This campaign proposal explores an imaginative partnership between LOEWE, a Spanish luxury fashion house known for its craftsmanship and contemporary design, and Smiski, a cult-favorite Japanese collectible toy brand with no prior fashion exposure. The concept titled "Hidden in Plain Luxe" reimagines the intersection of high fashion and collectible culture, leveraging the whimsical mystery of Smiski within the luxury context of LOEWE.

The objective of this campaign is to engage Gen Z and Millennial audiences through a limited-edition product line featuring customizable accessories, artisanal fragrances, and collectible charms. Grounded in macro and micro analysis, the collaboration taps into two rising consumer demands: personalization and nostalgic collectibles in luxury retail.

The marketing strategy incorporates AR integrations, immersive pop-up activations in major global cities, and UGC-driven social media campaigns, including teaser drops, influencer content, and interactive challenges. Spanning three months, the phased launch aims to:
- Increase LOEWE’s global brand awareness
- Boost sales by 5%
- Deepen its cultural relevance with younger, tech-savvy audiences

With a strong visual identity that blends playfulness with sophistication, Loewe x Smiski brings a fresh, fashion-forward concept to the market, bridging fashion and pop culture in an unexpected, collectible way.